Consumers Facing Supra-Complex Choices in the Modern Marketplace

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Consumers Facing Supra-Complex Choices in the Modern Marketplace

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dc.contributor.author Hansen, Troben
dc.contributor.author Uth Thomsen, Thyra
dc.date.accessioned 2015-01-05T08:42:29Z
dc.date.available 2015-01-05T08:42:29Z
dc.date.issued 2015-01-05
dc.identifier.uri http://hdl.handle.net/10398/9089
dc.description.abstract In this paper, we suggest that many of the choice situations confronting consumers in the modern marketplace have become supra-complex. Supra-complex decision-making occurs when the perceived difficulty of transforming product information into knowledge exceeds the expected benefits of doing so, even if decision-making heuristics, or other kind of attribute-related decision rules, are applied. Under conditions of supra-complexity, we propose that consumers instead use mental markers in order to justify their decisions. Mental markers are any mental construct the consumer uses for the purpose of gaining mental justification of overall choices. We argue that the usage of mental markers leads to reductions in cognitive dissonance, reduced usage of mental resources and time. Drawing on the principle of mental justification as well as consumers’ propensity to use goals as blueprints for directing their behaviour, we propose a framework for understanding consumer decisions when faced with supra-complexity. en_US
dc.format.extent 11 en_US
dc.language eng en_US
dc.publisher European Science Institute. ESI en_US
dc.relation.ispartofseries European Scientific Journal;Nov 2014, Special Edition, vol. 1
dc.title Consumers Facing Supra-Complex Choices in the Modern Marketplace en_US
dc.type art en_US
dc.contributor.corporation Copenhagen Business School. CBS en_US
dc.contributor.department Institut for Afsætningsøkonomi en_US
dc.contributor.departmentshort en_US
dc.contributor.departmentuk Department of Marketing en_US
dc.contributor.departmentukshort MARKETING en_US
dc.description.notes Link to original publishing of this article http://eujournal.org/index.php/esj/article/view/4849 en_US
dc.publisher.year 2014 en_US


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